RowenWarren sent the e-mail promotion to 290,000 individuals during the Christmas holiday season and around Valentine's Day, allowing them to create customized labels from a variety of images and the option to write personal messages.

"By allowing people to personalize their message directly on the label of the bottle, the customer and recipient feel more connected to the gift," said Greg Roth, Kahlua account director at RowenWarren.

The campaign resulted in an open rate of 12 percent and a conversion rate of 8 percent. About 80 percent of the 20,000 people who ordered the labels said the gift label influenced the decision to purchase Kahlua.